The manager of the Youtube collective The Sidemen, with 244 million cross-platform subscribers, warned the influencer bubble is set to burst as he addressed delegates at the Wales Screen Summit 2025.
Co-founder of Arcade Media Jordan Schwarzenberger told the premier event for the film and television industry in Wales that online content will be a “different game” once traditional linear producers grow confidence in bringing formats to Youtube, TikTok or other platforms.
Jordan, named in the Forbes 30u30, a member of Downing Street’s SME Council and an investor for multiple start-ups, said it has proven to be a myth that younger generations would eventually move to scheduled television.
“I think a lot of people had this idea that one day Gen Z would put their phones away, they would be in their big houses and they would be watching Saturday night TV around the fire,” he said.
“Gen Z have grown up. Gen Z are not doing that.”
Jordan said online audiences are being attracted by stronger formats, rather than personalities, representing an opportunity for traditional TV creatives.
“I always think of Amelia Dimoldenberg of Chicken Shop Dates. I was fortunate enough to work with her. I just remember thinking why, still, is no one else doing this? Because it’s not about cost. Amelia was putting together two or three thousand pounds for an episode. Development budgets are way bigger than that.
“I think it’s the notion that you can build a format and take TV, whatever that means, and you can bring it to Youtube and bring it to socials. Do it in a way that works for the audience here and it can work if you go the distance and take the time.
“There’s no reason why a TV producer couldn’t do that. It’s the bravery to take that delivery where it sits and be willing to try over here. You can build something like a Chicken Shop Dates like a Hot Ones.
“The minute that penny drops, it's game over. Because you are the best storytellers. As soon as that happens it’s going to be a very different world. In a couple of years time, the professionalisation of Youtube and premium content will be right up there.”
Jordan told the conference that the influencer marketing model is soon to lose its appeal, with brands becoming their own content producers.
“I think that influencer bubble will break,” he said. “I cannot see it lasting. Any time you see that branded content you just swipe.
“I would say the challenge is not to rely on anyone externally to market your show for you. It’s to test and learn enough to become good enough at marketing content yourself and building shows on social, whether it’s on TikTok or Instagram or whatever, for the platform to push it because you engineered it to work.”
